International Journal of Sports Marketing and Sponsorship最新文献

{"title":"Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage","authors":"Jeongbeom Hahm, H. Choi, Hirotaka Matsuoka, Jiyoung Kim, K. Byon","doi":"10.1108/ijsms-08-2022-0163","DOIUrl":"https://doi.org/10.1108/ijsms-08-2022-0163","url":null,"abstract":"PurposeThe purpose of this study was to identify existing users' acceptance of the multidimensional health and fitness features of wrist-worn wearable devices (WWDs) required for each stage of physical activity (i.e. before, during and after) and examine the relationship between its acceptance (i.e. knowledge acquisition, perceived usefulness and perceived ease of use) and the actual use of its health and fitness attributes.Design/methodology/approachBoth qualitative and quantitative approaches were taken to analyze the relationships. A focus group interview was conducted (N = 9) to design the research model, including the operationalized definition of the study constructs. A questionnaire survey was conducted with respondents in South Korea (N = 480). Partial least squares structural equation modeling via Smart PLS 3.0 was employed to test the hypotheses.FindingsWhen users learned to use fitness functions and perceived them as useful for physical activity without causing any difficulty, they tended to use those functions more, which provided enhanced health benefits in the digitalized interactive environment of WWDs.Originality/valueThis research is one of the first to examine the relationship between the perceived user value of WWDs and their actual usage within a digitalized and interactive environment. The results are expected to offer theoretical insights into how well users accept the health and fitness components of WWDs. Practically, it will build awareness of what makes users adopt and use WWDs, helping practitioners design better health promotions and campaigns associated with WWDs.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132307839","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit","authors":"Ying-Lien Ni, C. Kuo, W. H. Chang, Chia-huei Wu, Lung Hung Chen","doi":"10.1108/ijsms-02-2022-0052","DOIUrl":"https://doi.org/10.1108/ijsms-02-2022-0052","url":null,"abstract":"PurposeRegulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets.Design/methodology/approachA total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition.FindingsAuthors’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory.Originality/valueThe present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124959308","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby","authors":"Tiao Hu, M. Cottingham, D. Shapiro, Don Lee","doi":"10.1108/ijsms-03-2022-0060","DOIUrl":"https://doi.org/10.1108/ijsms-03-2022-0060","url":null,"abstract":"PurposeThis phenomenological study aims to explore how media promote and should promote wheelchair rugby.Design/methodology/approachSemi-structured interviews were conducted with 31 athletes at National Wheelchair Rugby Championship. In using a reflective thematical analysis approach, three themes were identified – media coverage: the promise of an unknown quantity; the battle of inspiration and athleticism; and leverage marketing and promote the “wow”.FindingsLacking fair representation from media resulting in the perception and reception gap between the general public and spectators was identified and explained by most of the athletes. Besides urging increased coverage with a shifting focus on athleticism, the important role of marketing was highlighted.Originality/valueIn short, the “wow” factor of the sport is its aggressiveness which can be its bestselling feature and used by stakeholders for maximum impact when marketing wheelchair rugby.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129850076","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media","authors":"M. Behnam, G. Dickson, Vahid Delshab, A. Gerke, Parvaneh Savari Nikou","doi":"10.1108/ijsms-09-2022-0175","DOIUrl":"https://doi.org/10.1108/ijsms-09-2022-0175","url":null,"abstract":"PurposeSocial media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects within the co-creation process. The authors develop a model for synthesizing the interactive concepts related to fan co-creation in social media, which leads to team identification.Design/methodology/approachParticipants (N = 483) were recruited from fans of clubs in the Persian Gulf Pro League of Iran. Structural equation modelling was applied to test the research model.FindingsThe results showed that fan knowledge facilitates fan co-creation, which in turn leads to team identification. Additionally, fan engagement had a moderating effect on the mediating role of fan co-creation in the association between fan knowledge and team identification.Research limitations/implicationsThe findings suggest that fan knowledge is an important antecedent of fan co-creation and highlight the significance of fan co-creation in promoting team identification in highly engaged fans at football clubs.Originality/valueThe current study contributes to the field of fan co-creation and provides significant implications for sport fan marketers.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128438648","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms","authors":"Huei-Fu Lu","doi":"10.1108/ijsms-10-2022-0191","DOIUrl":"https://doi.org/10.1108/ijsms-10-2022-0191","url":null,"abstract":"PurposeWith the growing popularity of sports in Taiwan, the Sports Administration under the Ministry of Education introduced the Taiwan iSports Corporate Award campaign. This emphasised sports for employees and assisted in developing and supporting corporate social responsibility (CSR) activities in the sports industry through collaboration with firms, thereby enhancing their corporate image, facilitating the recruitment of high-quality employees and highlighting healthy human resources and brand value. Can sports-based CSR performance reflect firms' market values and reduce their market risks? This study regards Taiwan iSports Corporate Award announcements as important sports-based CSR disclosures and incorporates financial econometrics to examine the relationship between the announcement of sports-based CSR performance and firms' market values and risks.Design/methodology/approachAn event study is conducted to clarify the reactions of the Taiwan iSports Corporate Award announcement event on the abnormal returns of award-winning firms during the 2016–2021 period, and a regression discontinuity design (RDD) model is employed to verify the robustness of the empirical results using the event study method.FindingsTaiwan iSports Corporate Award announcements are not significantly reflected in the positive abnormal returns of award-winning firms. No causal relationship is found between the two. However, there are signs of relatively less systematic risks when investing in award-winning firms than in the market.Originality/valueThis study provides empirical evidence and managerial implications for Taiwan iSports Corporate Award-winning firms. It effectively enables business operators, sponsors or investors to understand the reactions of announcing sports-based CSR performance on the financial market and provides references for corporate organizations' CSR and sustainable development.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"257 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121347200","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Fans' perceptions of pro-environmental sustainability initiatives in sport and triple bottom line benefits","authors":"R. Cayolla, Marco Escadas, R. Biscaia, Timothy B. Kellison, J. Quintela, T. Santos","doi":"10.1108/ijsms-07-2022-0141","DOIUrl":"https://doi.org/10.1108/ijsms-07-2022-0141","url":null,"abstract":"PurposeThe purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours).Design/methodology/approachData were collected in two different steps using an online self-administered questionnaire (n1 = 1,043; n2 = 2,167) distributed to fees-paying members registered in the club's database. The analysis was carried out though structural equation modelling.FindingsThe results indicate good psychometric properties of the scale used to measure fans' perceptions of a club's pro-environmental sustainability initiatives (perceptions of pro-environmental sustainability initiatives in sports; p-PESIS). Additionally, there is a positive effect of p-PESIS on fans' social behaviours as well as on their daily environmental actions. Furthermore, p-PESIS also shows a positive effect at improving fans' economic activities towards the club.Originality/valueExtending previous research, the authors tested a scale to measure fans' responses to pro-environmental sustainability initiatives in sport and examined their links to the TBL dimensions. Pro-environmental sustainability initiatives in sport benefit not only the club itself (by reinforcing fans' activities with the club) but also society as a whole, as it can promote fans' conscientiousness and likelihood to behave in environmentally and socially favourable ways.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131194405","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship","authors":"Remco M. Beek, Jo Van Hoecke, I. Derom","doi":"10.1108/ijsms-03-2022-0069","DOIUrl":"https://doi.org/10.1108/ijsms-03-2022-0069","url":null,"abstract":"PurposeContextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in sponsorship and social justice within the context of a major sports event.Design/methodology/approachThe European Football Championship serves as an impactful platform for sponsors due to its global reach. The sponsorship activations of the twelve official sponsors were investigated by analysing sponsorship expressions on the LED boarding during every match of the tournament. Furthermore, additional data on sponsorship characteristics and brand positioning was collected for every sponsor to define relevant factors to understand the differences in sponsorship communications.FindingsDuring UEFA EURO 2020, five official sponsors changed their sponsorship activations. Adjustments were made in sponsorship expressions to position the brand on diversity and inclusion. The analyses of over 90,000 press photos and 51 official match videos clarified the dynamics of brand positioning, sponsorship characteristics in perspective of globalization patterns and different sponsorship approaches in different geographical, social and political contexts.Practical implicationsDecision makers in the global sports industry are challenged in their brand management and sponsorship approaches for the social good. This study supports to understand the sponsorship approaches and factors affecting these different strategies.Originality/valueDespite the growing attention to social justice issues in sports, there is a need to understand inclusive marketing strategies in sponsorship relationships. Using data triangulation, the findings enabled to clarify differences in sponsor approaches to social justice and illustrate the complex dynamics of brand positioning on diversity and inclusion in the sponsorship ecosystem.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127768192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions","authors":"J. Rai, B. Foroughi, Maher N. Itani, Amanpreet Singh","doi":"10.1108/ijsms-04-2022-0087","DOIUrl":"https://doi.org/10.1108/ijsms-04-2022-0087","url":null,"abstract":"PurposeThe perception of sport consumers on peripheral stadium-quality services (PSQS) has evolved after compulsory precautionary measures were imposed on gatherings to alleviate the spread of coronavirus. This study attempts to reassess five principal dimensions of PSQS? Stadium parking, stadium cleanliness, fan control, food services and perceived crowding? through reflecting on the COVID-19 control and prevention measures established during this pandemic. Furthermore, it aims to measure the impact of the multi-dimensional PSQS on spectators' emotions and future attendance intentions.Design/methodology/approachThe purposive sampling technique was used to collect data from spectators watching the live matches of cricket at the stadium. A total of 680 responses were collected from spectators and uploaded to the measurement model. The covariance-based structural equation modeling technique was used subsequently for analysis purposes.FindingsThe study found a positive impact of the stadium cleanliness and fan control services on spectators' happiness and excitement emotions; and a negative impact of stadium parking, stadium cleanliness, fan control and perceived crowding on their anger, anxiety and dejection emotions. The happiness and excitement emotions of the spectators induced them to visit again at the stadium. Of all the peripheral quality services, the study found only stadium cleanliness service indirectly effect spectators' revisit intentions through excitement emotion as a mediator.Research limitations/implicationsThe incorporation of the safety procedures through PSQS can reduce spectators' negative emotions especially when they face psychological fear of the pandemic. These services work as a stimulus for spectators that directly affect their organism (emotions) and indirectly affect their response (attendance intentions).Originality/valueThis study contributed to sports research by novelty evaluating sport consumers' perception of the PSQS after incorporating COVID-19 preventive measures. It empirically examines the effect PSQS on spectators' emotions and re-visits intentions.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133786398","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers","authors":"Sangchul Park, Hyun-Woo Lee","doi":"10.1108/ijsms-06-2022-0115","DOIUrl":"https://doi.org/10.1108/ijsms-06-2022-0115","url":null,"abstract":"PurposeFitness service companies often promote the companies' personal training service by attributing trainers' competent characteristics, qualifications or/and service provision to their effort or talent. This promotion is called performance attribution promotion. Utilizing attribution theory and the theory's adjacent studies, this study investigated whether and why performance attribution promotion affects consumers' service purchase of personal fitness training.Design/methodology/approachThe authors developed the experimental stimuli of performance attribution promotion and validated those through a pretest (N = 200). Using the validated stimuli, the authors conducted an experiment with employing a single factor between-subject design (performance attribution promotion: effort vs talent) based on random assignment (N = 200).FindingsThe analysis results revealed that attributing trainers' competent characteristics, qualifications or/and service provision to effort (vs talent) leads to a higher level of service registration intention. Moreover, this effect was mediated by the perceived teaching expertise but not by the perceived teaching trustworthiness.Originality/valueThese findings enrich the literature by illuminating a new mechanism and consequence of performance attribution promotion. The authors' study also extends the marketing studies related to expertise perception by presenting the attribution of visible features as one of the characteristics determining expertise perception. Finally, the authors' findings also have implications for fitness service companies and other stakeholders that seek to effectively leverage trainers' competent outcomes for consumer acquisition.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127620552","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch","authors":"Ssu-Yun Chou, W. Jang, Shang-Chun Ma, Ching-Hung Chang, K. Byon","doi":"10.1108/ijsms-07-2022-0134","DOIUrl":"https://doi.org/10.1108/ijsms-07-2022-0134","url":null,"abstract":"PurposeThe tremendous market growth of mobile platforms for esports underscores the need to understand players' psychological states and consumption behavior. Based on flow theory, this study examines players' psychological states (flow and clutch experiences) and consumption behavior based on the interaction effects of playing frequency, playing duration and players' levels on the PC (LOL – League of Legends) and mobile (LOLWR – League of Legends: Wild Rift) versions of the same esports title.Design/methodology/approachData were collected from 930 valid responses and analyzed with confirmatory factor analysis and multiple regression (PROCESS macro, Model 3).FindingsThere are two main findings. First, across PC and mobile participants, casual gamers (low playing frequency and duration) have firm purchase intention when they have a clutch experience, but flow experience hinders their purchasing intention. Second, hardcore gamers' (high playing frequency and duration) psychological states are clearly distinguished according to technological platforms. Flow experience is the most effective for their purchase intention in the PC platform, but both flow and clutch states are important in the mobile platform. Flow experience is essential overall for hardcore gamers to intend their in-game item purchasing.Originality/valueThis study has two primary originality/values. First, this study explores flow and clutch together to measure psychological states and the impact on the purchase intention of in-game items. Second, the interacting effects of playing frequency, duration, and skill level with technical platforms (i.e. PC and mobile) for esports gaming.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133622031","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}